Japanese convenience store Lawson launches new “mini supermarket” chain, L Minimart

Lawson opens its first “mini supermarket” in Tokyo.

Lawson is one of Japan’s big-three convenience stores (the others being 7-Eleven and Family Mart), but Lawson itself has multiple sub-brands. For example, there’s also the budget-minded Lawson Store 100, with most items priced at 100 yen, and on May 28, the Lawson family expanded once again with the opening of L Minimart in Tokyo’s Kodaira district.

L Minimart says its mission is to be a “mini supermarket,” which sounds like a bit of a contradiction, doesn’t it? But Lawson believes there’s room for a new type of store in between convenience stores and supermarkets, with more fresh produce and ingredients than a standard Lawson would carry, but still offering more convenience and simplicity than a full-scale grocery store.

This first branch of the new L Minimart chain is about a 10-minute walk from the South Exit of Kodaira Station, and on opening day was scheduled to start welcoming shopper at noon. We rolled up at 11:15 to take a peek, and saw the staff busily taking care of their final preparations.

After killing some time wandering around the neighborhood, we came back at around 11:45, and were startled to see that in the 30 minutes we’d been gone, a line of some 70 people had formed!

We took a spot at the end, and as the time got closer and closer to noon, more and more people started showing up. By the time the doors opened, we estimate there were about 200 people waiting to get in.

But once they started letting people in, the line moved briskly, and it only took about 10 minutes for us to get to the front of it. Outside of the store were produce stands stocked with melons and kiwis…

…and there were more fruits and vegetables inside.

Looking around, we spotted lots of attention-grabbing yellow signs trumpeting especially low-priced items. Some of these were special discounts as part of the store’s opening sale (like 98-yen [US$0.65] bunches of bananas), and others were touted as everyday low prices, like tofu for as little as 49 yen a pack.

The meat section was far more expansive than anything you’d find at a regular convenience store, but L Minimart hasn’t forgotten its roots, as it has a very large selection of bento boxed lunches, sandwiches, salads, ready-to-eat-noodles, and onigiri (rice balls) as well.

The bento come in two price tiers, 499 or 399 yen, but with one exception. L Minimart has a Karaage Nori Ben (fried chicken and seaweed bento) that costs just 298 yen (US$1.95). At that price, it was too tempting to pass up, so we grabbed one for taste-testing, along with a few other items.

▼ The onigiri are also incredibly affordable, with seaweed-wrapped ones for 129 yen and non-seaweed ones for even less. It’s been years since major convenience store chains had prices this low.

▼ Five-kilogram (11-pound) bags of rice for 2,680 yen is also a glorious throwback to an era of more affordable groceries.

Don’t worry, L Minimart has sweets too. In addition to packaged cookies and cakes…

…they’ve also got a self-serve section of traditional Japanese desserts, like daifuku mochi dumplings, for just 100 yen each!

We also noticed that L Minimart sells packs of frozen meat. These aren’t always so easy to find in Japan, even at supermarkets, and look like they’d be very handy to keep on hand for meal prep.

As we mentioned above, we bought one of those ultra-affordable 298-yen karaage nori bento, and it turned out to also include a croquette, isobeage (tempura seaweed), and a bit of kimpira gobo (diced carrot and burdock root).

They all tasted good, but we have to admit that the portions were a little small. We didn’t feel ripped off, but in terms of how much food you get, this feels more like a fair price than a full-on bargain.

Of course, with the bento only costing 298 yen, there’s room to add something on the side, like an extra piece of the tasty karaage for 168-yen…

…or a 96-yen shio musubi (salted rice ball), made with delicious Koshiibuku rice from Niigata Prefecture, famed for having some of Japan’s best rice-growing farmland.

L Minimart takes another page from the supermarket playbook with rotating discounts for certain staples, and a calendar posted in the store showed the upcoming blocks of 10-percent-off days for eggs, natto, kimchi, and sandwich bread.

We came away happy from our shopping experience, and the huge crowd that L Minimart attracted on its first day shows there’s potential for a class of store between convenience stores and supermarkets (even L Minimart’s hours sort of split the difference between the two, as it’s open from 7 a.m. to 11 p.m. The Kodaira neighborhood is out in the suburbs of west Tokyo, but as major Japanese cities grow increasingly densely populated, we just might start seeing more stores like this that don’t need a large physical footprint in order to offer a full range of both groceries and ready-to-eat foods.

Shop information
L Minimart (Kodaira Nakamachi branch) / Lミニマート（小平仲町店）
Address: Tokyo-to, Kodaira-shi, Nakamichi 251 Excellence
東京都小平市仲町251エクセレンス
Open 7 a.m.-11 p.m.

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